Measurement

Ad planning and activation platform FullThrottle unveiled a new product called SafeMatch to make it easier for advertisers to connect outcomes to streaming TV ads.

This was such a busy year in CTV land that we had to launch a dedicated newsletter just to keep up with all the trends, from measurement, currency, targeting and attribution to streaming data, identity, supply-path optimization and new ad formats – just to name a few.

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Volatile Mosaic One week ago, AdExchanger Daily noted an update to Google Search rankings based on open hours where stores or local services plummet from search result pages when they’re closed. But it isn’t just local businesses or happening during open hours. Google […]

AdExchanger asked a handful of agencies and advertisers to (anonymously) name which they consider to be the top TV currency contenders going into 2024.

TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.

The Media Rating Council has the same goals of promoting fair media measurement as it did when it formed in the ’60s. But it has had to polish its methodology to keep pace with change in the TV measurement space, says Ron Pinelli, the organization’s SVP of digital research and standards.

Lowering efficiency in exchange for volume can build up a funnel of potential customers who are retargeted with deals on Black Friday.

Researchers at Insider Intelligence estimate social commerce will become a $100 billion market by 2025, up from $67 billion this year. The question is how to win in this fast-moving landscape.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Addressable Auspices Traditional TV advertisers are hesitant to try addressable products because they’re expensive and hard to scale. But programmatic TV ad buying is making addressable more accessible, said Sara Wallace, FreeWheel’s senior director of product management, speaking at an event on Wednesday […]

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

Ad measurement and attribution are in crisis – but maybe that’s a good thing says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. “It’s time for change.”

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

Google Analytics dominates the analytics market – but analytics isn’t a zero-sum game, says Ben Young, CEO of insights and measurement startup Nudge. Also: The important of measuring attention and finding “value at the margins.”

During a quarter when many companies are playing Pin the Blame on the Macroenvironment, DoubleVerify’s Q3 revenue rose 28% to $144 million YOY.

Integral Ad Science (IAS) had a healthy Q3, with revenues increasing 19% YOY to $120.3 million. And shares jumped by about 5% after earnings.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Cook The Books Google is warning recipe bloggers to post pertinent information (which is to say, the ingredients and recipe) in visible, accessible parts of their site or risk being down-ranked in search results.  “To me, this seems like some sort of warning […]

Although website tagging doesn’t get much attention, it’s a key element of first-party data capture and post-cookie measurement, says Karen Stocks, Google’s VP of global measurement.

Nielsen told its clients on Thursday that it will not, in fact, be sunsetting its average commercial minute (C3 and C7) ratings by September of next year as planned.

Comscore’s programmatic ad targeting division, Proximic, unveiled new audience segments for political advertisers to help them reach people based on what they watch and the political campaigns they’ve already seen.

Yahoo Backstage, a sorta SSP, is emblematic of a­n SPO trend that hops over either DSPs or SSPs. Plus: a primer on the ecommerce ad metrics and tools changing how marketers buy digitally, from ACOS to TROAS to cost capping.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not Buying It There’s been a burst of reports about new subscription-based, ad-free social media products. (Looking at you, Facebook.) It’s easy for these announcements to get caught up in trends like the pivot to subscriptions or revenue diversification.  But it is not […]

The TV industry still can’t agree on the point of panels. They’re a necessary resource for measurement, but there’s no consensus about how to actually build or use them.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ghosts In The Machine The rise of machine-learning-powered ad products from Google and Meta is changing the performance marketer’s job from a hybrid creative tactician, media hound and command pilot to, well, someone who just feeds data, text prompts and raw creative assets […]

When the MRC revoked its seal of approval for Nielsen’s TV ratings in 2021, it spurred a hunt for alternatives. Now, media and tech companies are debating whether MRC accreditation is even necessary.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Out Of Home, Out Of Mind?  Data-driven out-of-home media hasn’t taken off, in part, because most buyers don’t see it as a channel for generating mass reach and conversions. But the fact that people don’t feel bombarded by ads in the world around them […]

Innovid added a new machine learning feature to its measurement product that automatically optimizes CTV campaigns based on how they’re performing.

Although precisely measuring Hispanic audiences is in the best interest of marketers, there are many ways that measurement can get messy, from the data sources used to quantify who is Hispanic to the shortcomings of measurement technology itself.

Alex Cone, product manager for the Google Privacy Sandbox, addressed some of the industry’s burning questions during AdExchanger’s Programmatic IO event in New York City last week.